Product information, landing pages, measurement, creative and internal approvals. Get these right and launch is straightforward.
Product information
Your product data is the raw material. In a written channel it determines both what can be advertised and how well it matches a question someone typed in their own words.
- Titles that describe the product as a customer would say it
- Attributes filled in consistently across the range
- Accurate availability, including variants and shades
- Descriptions that state format, size and what the product is for
- Claims that match packaging and have been through your own sign-off
Landing pages
An ad can only be as good as the page it leads to. If the ad promises a shade, the page should open on that shade. If the ad names a benefit, the page should back it up without the customer hunting.
Page speed, mobile layout and a visible price are not glamorous details, but they decide whether the click was worth paying for.
Measurement
Conversion measurement should exist and be verified before launch. Ideally you can see purchases attributed to the channel, and you know what your analytics already records so the new channel can be compared fairly with the rest.
Creative and approvals
Decide early who signs off copy and imagery, and how long that takes. A two-week approval loop is fine as long as everyone plans for it.
Collect the assets you already have rather than commissioning new work for a first test. In most cases existing product photography and copy are enough to begin.
Internal expectations
Agree internally what the first period is for. If it is learning, say so. If it must pay back immediately, say that too, because it changes how we would set budgets and structure campaigns — and it may mean this is not the right moment for you.
Questions
- What if our product data is a mess?
- That is common and fixable. Product feed management exists for exactly this, and we would tackle it as part of setup.
- Do we need new creative?
- Usually not to begin with. Existing product photography and copy are normally enough for a first campaign.